How to launch a fast-growing cosmetics company


DECIEM launched in 2013 and today has nine brands with three in the pipeline

Self-dubbed ‘the abnormal beauty company’, DECIEM has experienced rapid growth since its inception just three years ago, making its first sale to The Hut Group earlier this year and three new brands Mesh, Stemm and Loopha in the pipeline. Founder Brandon Truaxe talks to Cosmetics Business about how he achieved such rapid expansion

Why did you start DECIEM?
I exited my previous business, Indeed Labs, with a lot of anger and a non-competition in face care. A combination of passion for bringing credibility to the functional beauty business and the revenge overly due to Indeed Labs led to the formation of DECIEM. A million mistakes later and now we are here.

Why is DECIEM labelled ‘the abnormal beauty company’?
Because we are doing very normal things as humans but in the corporate world, and especially in beauty, what we do seems to be against the norm. Business is made up of people and people are humans. When you take humanity out of a business – which is the norm in the world – no matter how much success, there is much less fun, much less authenticity and ultimately much intangible value.


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